Commonwealthhttp://www.adweek.com/taxonomy/term/10129/all
enGary Pascoe Named Chief Creative Officer at Chevy's Commonwealth http://www.adweek.com/news/advertising-branding/gary-pascoe-named-chief-creative-officer-chevys-commonwealth-151403
Noreen O'Leary<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/gary_pascoe.jpg"> <p>
Gary Pascoe has been named chief creative officer, North America, at Chevrolet agency Commonwealth. Pascoe joins the McCann Worldgroup unit from JWT/Team Detroit where he was executive creative director, executive vp.</p>
<p>
Pascoe will oversee Commonwealth&rsquo;s approximately 60-person creative department in Detroit. The role is effectively a new position established after the <a href="http://www.adweek.com/news/advertising-branding/goodbys-split-gms-commonwealth-confirmed-147889" target="_blank">consolidation</a> of Commonwealth at McCann in March.</p>
<p>
(Commonwealth was previously <a href="http://www.adweek.com/news/advertising-branding/goodby-and-mccann-form-new-agency-handle-chevy-global-creative-consolidati" target="_blank">established </a>as a joint venture with Chevrolet&rsquo;s U.S. creative lead agency Goodby Silverstein &amp; Partners. Agency principal Jeff Goodby had been involved in creative oversight of the General Motors brand as well as Ralph Watson, who Goodby hired from BBDO New York to serve as ecd, creative lead in Detroit. After Commonwealth&#39;s split with GSP, Watson moved to the agency&#39;s flagship in San Francisco while other Goodby and Watson Chevy hires, ecds Andrew Reed and Larry Frey, were laid off last week.)</p>
<p>
Linus Karlsson, chief creative officer, global brands, at McCann Erickson, has been spending more time in Detroit since the agency consolidation but remains New York-based in his global role.</p>
<p>
Since joining Team Detroit in 2010, Pascoe has been responsible for Ford Cars, North America and helped launch Ford&rsquo;s first global ad campaign for the Ford Focus. After beginning his ad career in the mailroom at Doner, Detroit, the copywriter moved to TBWA in St. Louis and then The Richards Group in Dallas.</p>
<p>
In 1997, Pascoe joined TBWA\Chiat\Day Los Angeles. During his eight years at the agency, he worked on Weather.com, Nissan and Taco Bell&rsquo;s &lsquo;Chihuahua&rsquo; campaign. He also helped re-launch Levi&rsquo;s and worked on Sony PlayStation. In 2005 Pascoe returned home to Michigan and at BBDO Detroit, he worked on Jeep, Chrysler, Dodge and AT&amp;T.</p>
<p>
In addition to Pascoe, Commonwealth said it hired three Chevy veterans, Bob Guisgand, Duffy Patten and Erika Kayuk as creative directors. Patten, a copywriter, was most recently a cd at Fallon Minneapolis and prior to that he was an associate creative director at Campbell Ewald, Detroit where he worked on Chevrolet. Likewise, Guisgand, an art director, was a cd at Fallon and previously was on the Chevrolet business at Campbell Ewald. Kayuk, an art director and designer who was a cd at Organic, will focus on Chevy.com.</p>
Advertising & BrandingAgencyChevroletCommonwealthGary PascoeGoodby Silverstein & PartnersJeff GoodbyLinus KarlssonMcCann WorldgroupWed, 24 Jul 2013 18:50:27 +0000151403 at http://www.adweek.comSilverado Begins New 2014 Launch From Commonwealthhttp://www.adweek.com/news/advertising-branding/silverado-begins-new-2014-launch-commonwealth-150945
Noreen O'Leary<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/chevy-silverado-2014-hed-2013.jpeg"> <p>
General Motors on July 4 will kick off its biggest launch of the last six-plus years, with the debut of the 2014 Chevrolet Silverado. The <a href="http://www.youtube.com/watch?v=3ngOek2J65s&amp;feature=youtu.be" target="_blank">campaign</a> breaks in Texas, where one in six U.S. pickup trucks are sold, and features actual Chevy owners. The tone of the Independence Day spot, with a soundtrack &ldquo;Strong&rdquo; from Nashville singer and songwriter Will Hoge, is meant to communicate self-reliance, determination, family and helping others.</p>
<p>
&ldquo;We&rsquo;re taking back the soulfulness of the category,&rdquo; said Chris Perry, vp of U.S. Chevrolet marketing.&nbsp;&ldquo;It reflects the values of our audience. A man and his truck equals &lsquo;strong.&rsquo; &rdquo;</p>
<p>
Commercials will go national July 15 on ESPN during Major League Baseball&rsquo;s Home Run Derby, which was just renamed after Chevrolet <a href="http://media.chevrolet.com/content/media/us/en/chevrolet/news.detail.html/content/Pages/news/us/en/2013/Jun/0618-mlb.html" target="_blank">became</a> its title sponsor. The spots will also appear in the All-Star game the next night on Fox. Additional ads will narrow in on product attributes.</p>
<p>
The launch, which was expected to be handled by Silverado agency Leo Burnett, was instead created by Chevy shop Commonwealth, which oversaw the truck brand before it was moved in December. Linus Karlsson, the Swedish, pickup-driving, top creative at McCann Erickson who is central to Commonwealth, had <a href="http://www.adweek.com/news/advertising-branding/commonweath-angles-retrieve-silverado-business-150260" target="_blank">set out</a> to get the business back, and this was an important coup. The Silverado is GM&rsquo;s largest selling vehicle in the U.S. as American big pick-up trucks are surging, with sales this year through May up 21 percent versus the year-ago period, according to Autodata Corp. Silverado has seen an increase of 24 percent in sales this year.</p>
<p>
While Perry said the idea for the new campaign came from Commonwealth, upcoming work is being produced by Burnett. &ldquo;Commonwealth is our global Chevrolet agency. This spot is as much about Chevrolet as it is Silverado,&rdquo; he said. The initial commercial uses the tag &ldquo;Strong for all the roads ahead,&rdquo; which dovetails with Commonwealth&rsquo;s &ldquo;Find New Roads&rdquo; positioning for the Chevy brand.</p>
<p>
The Silverado&rsquo;s recent marketing has been more focused on product features. With the new 2014 Silverado campaign, the brand stakes out that rational approach along with emotional appeal. When asked about competitors, Perry sized them up this way: Ford, manufacturer of the category&rsquo;s No. 1 F-150 pickup, has been more presumptive in its portrayal as a category leader, while the Chrysler Ram is coming off a challenger positioning. &ldquo;Nothing wrong with what they&rsquo;re doing,&quot; he said. &quot;We just feel there&rsquo;s an opportunity to do something in between. We think it&rsquo;s important to connect and reflect the values of our target audience.&rdquo;</p>
<p>
Excluding digital ad expenditures, GM spent $350 million last year behind Silverado, according to Nielsen. GM won&#39;t say what it&#39;s spending this time, but not only is the 2014 Silverado the company&rsquo;s biggest launch this year in terms of marketing spending, it&rsquo;s also the largest in reach: In addition to extensive broadcast, it also includes digital, print and experiential elements. Interactive Silverado displays and ride and drives began in June across Texas. Nationally, Silverado will woo customers at Nascar races, music venues and sporting events.</p>
Advertising & BrandingTelevisionAutomotiveChevrolet SilveradoCommonwealthLeo BurnettTue, 02 Jul 2013 09:41:07 +0000150945 at http://www.adweek.comCommonwealth Angles to Retrieve Silverado Businesshttp://www.adweek.com/news/advertising-branding/commonweath-angles-retrieve-silverado-business-150260
Noreen O'Leary<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/chevy-silverado-truck-hed-2013.jpg"> <p>
Commonwealth is quietly working to regain creative lead on Silverado trucks, a General Motors brand that had shifted from the Chevrolet-dedicated agency to rival Leo Burnett late last year, sources said.</p>
<p>
Commonwealth, which is now run by McCann Worldgroup after Goodby Silverstein &amp; Partners&rsquo; <a href="http://www.adweek.com/news/advertising-branding/goodbys-split-gms-commonwealth-confirmed-147889" target="_blank">exit in March</a>, is back to producing some work for the brand, sources said, although it could not be determined the scope of the assignment. Media spending on Silverado totaled nearly $350 million last year, according to Nielsen.</p>
<p>
In December, GM confirmed that it had shifted lead creative responsibilities for Silverado to Burnett, ahead of this year&rsquo;s launch of the brand&#39;s 2014 next-generation pickup truck. The Publicis Groupe agency already handles Buick as well as GMC, including the Sierra truck.</p>
<p>
Several sources said that Linus Karlsson, McCann Erickson global creative chief and Commonwealth board member, is intent on getting creative control of Silverado again. He did not return calls and a McCann representative declined to comment, referring inquiries to GM.</p>
<p>
Despite GM&#39;s statements in December, a representative today insisted that the company never stated it was moving all of the Silverado business out of Commonwealth. &ldquo;It was more of a workload balance issue, since Chevrolet has 13 launches this year. Commonwealth is Chevrolet&rsquo;s global agency of record and coordinates all of its campaigns, including Silverado,&rdquo; the rep said.</p>
<p>
The Silverado back and forth comes as Commonwealth parent Interpublic Group continues to expand its relationship with GM. Earlier this week a trio of the holding company&#39;s shops&mdash;Hill Holliday, Campbell Ewald and Lowe&mdash;<a href="http://www.adweek.com/news/advertising-branding/cadillac-leaves-fallon-ipg-team-150191" target="_blank">won</a> the carmaker&#39;s Cadillac business, with annual U.S. media spending of about $250 million.&nbsp; &nbsp;</p>
Advertising & BrandingCadillacCampbell EwaldCommonwealthGeneral MotorsHill HollidayLeo BurnettLoweMccann EricksonSilveradoWed, 12 Jun 2013 19:37:08 +0000150260 at http://www.adweek.comChevy Releases Extended Volt Spot, Now With More Robot Doghttp://www.adweek.com/adfreak/chevy-releases-extended-volt-spot-now-more-robot-dog-149751
David Kiefaber<img src="http://www.adweek.com/files/imagecache/node-detail/blogs/chevy-volt-dog-deer-hed-2013.jpg"> <p>
This Chevy Volt ad, titled &quot;Silent Anthem,&quot; is an extended version of the Volt footage we saw in the <a href="/node/147377">&quot;Find New Roads&quot; launch spot</a> in February. Visually, it&#39;s interesting, although it&#39;s as much an ad for wind farms and iPads and robot dogs as it is for the Volt. The deer/dog moment at the end is pretty barfy, too, but at least this campaign reaches for something beyond the norm. The Volt bookended the launch spot, which made it feel like the focus of it. But the other vehicles in it have been getting their own individual :60s as well. Check out three of those after the jump.</p>
<p>
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<!--break-->
<p>
<object height="367" width="652"><param name="movie" value="http://www.youtube.com/v/ST_kzaxPaiY?version=3&amp;hl=en_US" /><param name="allowFullScreen" value="true" /><param name="allowscriptaccess" value="always" /><embed allowfullscreen="true" allowscriptaccess="always" height="367" src="http://www.youtube.com/v/ST_kzaxPaiY?version=3&amp;hl=en_US" type="application/x-shockwave-flash" width="652"></embed></object></p>
<p>
<object height="367" width="652"><param name="movie" value="http://www.youtube.com/v/-bRSJ-dtN6g?version=3&amp;hl=en_US" /><param name="allowFullScreen" value="true" /><param name="allowscriptaccess" value="always" /><embed allowfullscreen="true" allowscriptaccess="always" height="367" src="http://www.youtube.com/v/-bRSJ-dtN6g?version=3&amp;hl=en_US" type="application/x-shockwave-flash" width="652"></embed></object></p>
<p>
<object height="367" width="652"><param name="movie" value="http://www.youtube.com/v/v0pb0vvi37U?version=3&amp;hl=en_US" /><param name="allowFullScreen" value="true" /><param name="allowscriptaccess" value="always" /><embed allowfullscreen="true" allowscriptaccess="always" height="367" src="http://www.youtube.com/v/v0pb0vvi37U?version=3&amp;hl=en_US" type="application/x-shockwave-flash" width="652"></embed></object></p>
<p>
<object height="367" width="652"><param name="movie" value="http://www.youtube.com/v/cvjgZWZoeWg?version=3&amp;hl=en_US" /><param name="allowFullScreen" value="true" /><param name="allowscriptaccess" value="always" /><embed allowfullscreen="true" allowscriptaccess="always" height="367" src="http://www.youtube.com/v/cvjgZWZoeWg?version=3&amp;hl=en_US" type="application/x-shockwave-flash" width="652"></embed></object></p>
Advertising & BrandingAutomotiveChevroletCommonwealthCreativeAgencyThu, 23 May 2013 17:07:26 +0000149751 at http://www.adweek.comLayoffs Hit BBDO, Goodbyhttp://www.adweek.com/news/advertising-branding/layoffs-hit-bbdo-goodby-149582
Noreen O'Leary<p>
Bruised by the recent loss of major accounts, two Omnicom agencies, BBDO and Goodby Silverstein &amp; Partners, today announced layoffs.</p>
<p>
BBDO said it made &ldquo;significant&rdquo; cuts after <a href="http://www.adweek.com/news/advertising-branding/grey-wins-gillette-creative-account-148803" target="_blank">losing</a> the global Gillette men&rsquo;s grooming business in late April, a development that will have staffing consequences around the world. Goodby has let go staff following its <a href="http://www.adweek.com/news/advertising-branding/goodbys-split-gms-commonwealth-confirmed-147889" target="_blank">exit </a>in March from the General Motors Chevrolet joint venture with McCann, known as Commonwealth. Neither agency would divulge the number of people cut other than to say layoffs were made across departments.</p>
<p>
While BBDO had no comment at all on the layoffs, Goodby&#39;s co-founder Jeff Goodby shared an internal memo in which he wrote:</p>
<p>
<em>You&rsquo;ve heard the financial reasons for reducing our staff. I just want to talk a bit about the human side of it all.<br />
<br />
Please be assured: No one takes this process lightly.<br />
<br />
As we often say, advertising is all about people and accounts. David Ogilvy wrote, &ldquo;The assets go up and down in our elevator every day.&rdquo; It is so true. We value our people, and our humanistic environment, more than anything.<br />
<br />
Strangely, that&rsquo;s why, when we lose business or have cuts in fee, it is important to react thoughtfully, but expeditiously. Companies that don&rsquo;t are not prepared for the future, and they don&rsquo;t serve the people who are still on staff. They endanger present and future jobs.<br />
<br />
We are optimistic about our plan to move forward, in terms of serving present accounts and getting new ones, and will share details next week. But we are also thankful for and deeply appreciative of the contributions of people who are leaving.<br />
<br />
We will do everything to find them new situations. And if history is any indication, we will find ourselves welcoming some of them back in the future.</em></p>
Advertising & BrandingBbdoChevroletCommonwealthGilletteGoodby Silverstein & PartnersProcter & GambleFri, 17 May 2013 00:26:14 +0000149582 at http://www.adweek.com Goodby's Split with GM's Commonwealth Confirmed [Updated]http://www.adweek.com/news/advertising-branding/goodbys-split-gms-commonwealth-confirmed-147889
Noreen O'Leary<p>
It&#39;s confirmed: McCann Worldgroup is taking over control of Commonwealth, the global joint venture created a year ago to work for General Motors&#39; global Chevrolet business. Goodby, Silverstein &amp; Partners is out of the partnership, effective immediately, but McCann said &quot;All current employees of Goodby&#39;s Detroit office will be offered employment consistent with their current employment terms.&quot;</p>
<p>
It could not immediately be determined the number of current GS&amp;P staffers, who are part of Commonwealth but the S.F. agency told Detroit news sources a year ago that it planned to have up to 280 employees in its Detroit offices in the Palms Building opposite Comerica Park, home of the Detroit Tigers. McCann will also assume GS&amp;P&#39;s lease for that space.</p>
<p>
Interpublic&#39;s McCann said Commonwealth will continue to work with Agency 720, which handles Chevy dealer work, and PR firm Fleishman-Hillard, both owned by GS&amp;P parent Omnicom.</p>
<p>
Harris Diamond, who became CEO of McCann Worldgroup in November, has played an active role in driving the change. Diamond, who was scheduled to moderate a Monday morning political discussion panel at the 4A&#39;s Transformation conference in New Orleans, canceled at the last minute due to a meeting with a client believed to be GM. Final details have been hammered out early this week and Goodby co-founder Jeff Goodby traveled to Detroit on Tuesday.</p>
<p>
Last March, the Commonwealth initiative was created by Joel Ewanick, who was then GM&#39;s global CMO. Goodby took the creative lead role in the United States (Chevrolet&rsquo;s largest market), while McCann handled the brand in international markets like Mexico, Canada, Brazil, India, Japan, China and Latin America. A global board of eight people led Commonwealth, including McCann creative leaders Linus Karlsson, Prasoon Joshi, Washington Olivetto and Goodby himself.</p>
<p>
At the time of Commonwealth&rsquo;s creation, sources said agency parent companies Omnicom and Interpublic negotiated a notice period and payout in the event the partnership did not continue in its original agency formation. It could not immediately be determined how that would be affected by negotiations for Goodby staffers to stay on at Commonwealth under McCann&rsquo;s hire.</p>
<p>
Goodby has has worked on Chevrolet <a href="http://www.adweek.com/news/advertising-branding/gm-confirms-chevys-shift-goodby-102412" target="_blank">since May 2010, </a>when Ewanick shifted the U.S. business without a review. (Ewanick had <a href="http://www.adweek.com/news/advertising-branding/former-ties-drive-change-chevy-107409" target="_blank">worked</a> with the agency in previous roles at Hyundai Motors America and Porsche.)</p>
<p>
During the 2010 World Series, Goodby launched a campaign tagged &ldquo;Chevy Runs Deep,&rdquo; and the agency subsequently opened its first office outside of San Francisco in downtown Detroit, near GM. By July 2012, Ewanick was <a href="http://www.adweek.com/news/advertising-branding/gm-wont-ditch-commonwealth-joel-ewanick-s-brainchild-142293" target="_blank">out</a> of GM, after a series of controversial decisions, including a sponsorship deal with U.K. football team Manchester United. Alan Batey, GM&rsquo;s North America vp, sales and service, stepped in as interim CMO.</p>
<p>
In December, Batey began to make changes. Chevy&rsquo;s Silverado brand was moved out of Commonwealth and into Publicis Groupe&rsquo;s Leo Burnett. A month later the company said Goodby&rsquo;s &ldquo;Chevy Runs Deep&rdquo; tag was being <a href="http://www.adweek.com/news/advertising-branding/chevrolet-ditches-chevy-runs-deep-favor-find-new-roads-146394" target="_blank">dropped</a> for &ldquo;Find New Roads.&rdquo;</p>
<p>
&nbsp;</p>
Advertising & BrandingAutomotiveChevroletCommonwealthGeneral MotorsGoodby Silverstein & PartnersHarris DiamondJeff GoodbyJoel EwanickMccann EricksonWed, 13 Mar 2013 05:48:25 +0000147889 at http://www.adweek.comYouTube's 10 Most-Watched Ads in Februaryhttp://www.adweek.com/news/advertising-branding/youtubes-10-most-watched-ads-february-147719
Tim Nudd<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/playstation_bird.jpg"> <p>
February is traditionally the month when the vast majority of marketers stand down and let the Super Bowl advertisers battle it out for dominance in YouTube views. But this year, someone forgot to tell PlayStation.</p>
<p>
The Sony gaming brand outlasted three strong Super Bowl spots from Samsung, RAM Trucks and Jeep to take the top spot on Google and Adweek&#39;s <a href="http://www.thinkwithgoogle.com/insights/featured/youtube-leaderboard-feb13/" target="_blank">YouTube Ads Leaderboard</a> for the month of February&mdash;all thanks to the main teaser video for <a href="/node/147440">the PlayStation 4 console,</a> which racked up an impressive 26 million views, 5 million more than the closest contender.</p>
<p>
Remarkably, the six other spots on this month&#39;s Leaderboard come from three advertisers&mdash;with Pepsi, Chevrolet and Oreo each placing two spots on the list. Chevy&#39;s two entries are actually two different versions of the same spot&mdash;the 60- and 90-second iterations of its <a href="/node/147377">&quot;Find New Roads&quot; anthem commercial.</a> But even taken as one, those view counts would not have placed Chevy in the top four.</p>
<p>
One of the two Oreo spots was from the Super Bowl. And one of the two Pepsi spots was Super Bowl related&mdash;it&#39;s the <a href="/node/147012">fake behind-the-scenes look</a> at Coke&#39;s Super Bowl ad.</p>
<p>
The view counts are as of March 4. To be eligible for the YouTube Ads Leaderboard, videos must be marked as ads on YouTube (i.e., they get some paid views) but must also earn significant organic views. See all 10 spots at the link below.</p>
<p>
<a href="http://www.adweek.com/news-gallery/advertising-branding/youtubes-10-most-watched-ads-february-147744"><strong>Video Gallery: YouTube&#39;s 10 Most Watched Ads in February</strong></a></p>
Advertising & Branding72andsunnyChevroletCommonwealthFunny or DieGlobalhueJeepOreoPepsiPepsi NEXTPlaystationRAMSamsungThe Richards GroupWieden + KennedyYoutubeYouTube Ads LeaderboardCreativeAgencyThu, 07 Mar 2013 18:02:16 +0000147719 at http://www.adweek.comInside Chevrolet's Bustling, Magical 'Find New Roads' Launch Spothttp://www.adweek.com/news/advertising-branding/inside-chevrolets-bustling-magical-find-new-roads-launch-spot-147377
Tim Nudd<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/chevy_1.jpg"> <p>
<strong>IDEA</strong>: Four directors. Five vignettes. One brand new global positioning. A lot went into Commonwealth&#39;s 90-second launch spot for Chevrolet&#39;s &quot;Find New Roads&quot; campaign. And the finished film is a curious piece indeed&mdash;a blend of styles, moods, songs and textures, with magical elements sprinkled throughout that embody the freewheeling inspiration for which the General Motors brand wants to be known. &quot;It&#39;s clearly a new Chevrolet,&quot; said Linus Karlsson, co-chief creative officer of Commonwealth. &quot;In the heart of that is the American ingenuity and imagination that has always existed inside Chevrolet.&quot;</p>
<p>
<strong>COPYWRITING</strong>: It&#39;s five spots in one&mdash;showing off the Volt, Spark, Sonic, Impala and Corvette. (Stand-alone spots for each are coming soon.) It opens with a girl and an animatronic dog hopping in the back of a Volt. She flips through the other four vignettes on a tablet before the action returns to her and the dog, who is seen nuzzling a deer at the end. &quot;We really wanted to understand each car and personality,&quot; Karlsson said. &quot;We developed very specific mood boards for each vehicle. &hellip; It&#39;s so easy to just start with messaging instead of trying to figure out what you should emotionally and visually remember about each vehicle.&quot;</p>
<p>
<img alt="" src="/files/adfreak/images/2/Chevy 2.jpg" style="width: 652px; height: 367px;" /></p>
<p>
The Spark section shows five women dressed in the vehicle&#39;s bubbly colors; the Sonic careens through an industrial landscape like a skateboard; the Impala is driven by a suave suburbanite in black tie; and the Corvette Stingray is shown screeching through a sci-fi urban action movie. There is no dialogue. &quot;With the best lineup of vehicles ever, introducing the new Chevrolet,&quot; John Cusack says in a closing voiceover. &quot;Why just go from A to B when imagination can take you everywhere?&quot; The tagline, &quot;Find new roads,&quot; is voiced and appears on screen. The dog is a central, magical figure&mdash;a perfect mascot for the Volt in the sense that &quot;the conflict between nature and technology no longer exists,&quot; said Karlsson. &quot;The ending moment is my very favorite thing. When you see those little guys, the deer and the dog, you just feel hopeful about things to come. Leadership is all about hope.&quot;</p>
<p>
<strong>ART DIRECTION/FILMING</strong>: Each segment was its own production&mdash;led by directors Brian Beletic (Volt), Angus Wall (Spark), Filip Engstrom (Sonic and Impala) and Nicolai Fuglsig (Corvette)&mdash;and has its own distinct look. &quot;To place each vehicle in its own world not only helps create great iconic images, but it helps you relate to the car. People remember images more than messages,&quot; said Karlsson. &quot;The Sonic, a little guy with a big engine, is kind of like a Jack Russell dog, fearless and always ready for anything. The Spark is an agile, zippy urban car that fits your life like any other accessory. In a Volt, you&#39;re making a silent statement and changing your relationship with your local gas station. And the Corvette Stingray is just jaw-droppingly gorgeous, if you ask me.&quot;</p>
<p>
<img alt="" src="/files/adfreak/images/2/Chevy 3.jpg" style="width: 652px; height: 367px;" /></p>
<p>
<strong>TALENT</strong>: Dozens of actors and actresses auditioned for the voiceover, but Cusack had just the right mellow tone. Theophilus London makes a cameo in the Sonic segment, driving to his own song &quot;All Around the World.&quot; The Impala man exudes class. &quot;That guy was born in a tux,&quot; said Karlsson. &quot;What a classic look. Part Dean Martin, part young Elvis.&quot;</p>
<p>
<strong>SOUND</strong>: Jimmy Luxury, Frank Sinatra and Patty Griffin songs are also used. Cliff Martinez, who scored the movies Drive and Traffic, composed the Corvette track. &quot;Chevrolet has a history of knowing its music,&quot; said Karlsson. &quot;I think you look down on brands that don&#39;t.&quot;</p>
<p>
<strong>MEDIA</strong>:The :90 broke during CBS&#39; broadcast of the Grammy Awards and will air again during other high-profile events and in cinemas. A :60 will also air. The full vehicle spots will roll out in the coming months.</p>
<p>
<strong>THE SPOT</strong>:</p>
<p>
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<p>
<strong>CREDITS</strong><br />
Client: Chevrolet<br />
Spot: &quot;Find New Roads/Dog &amp; Doe&quot;</p>
<p>
Agency: Commonwealth<br />
Chief Creative Officer: Linus Karlsson<br />
Chief Creative Officer: Jeff Goodby<br />
Executive Creative Director: Matt Canzano<br />
Executive Creative Director: Andreas Dahlqvist<br />
Creative Director: Larry Frey<br />
Chief Production Officer: Brian DiLorenzo<br />
Director of Content: Jeff Beverly<br />
Senior Producer: Stacey Gizinski<br />
Senior Producer: Tricia Hoover<br />
Senior Producer: Kelly Balagna<br />
Executive Music Producer: Peter Gannon<br />
Senior Business Affairs Manager: Deborah McCauley<br />
Business Affairs Manager: Stacy Swann</p>
<p>
Production<br />
&mdash;Volt Segment<br />
Director Volt, Smuggler: Brian Beletic<br />
Executive Producer/Partner Smuggler Patrick Milling Smith, Brian Carmody<br />
Executive Producer/COO Smuggler: Lisa Rich<br />
Executive Producer Smuggler: Allison Kunzman<br />
Executive Producer Smuggler: Laura Thoel<br />
Line Producer Volt: Leslie Chilcott<br />
DOP Volt: Martin Ruhe<br />
&mdash;Spark Segment<br />
Director Spark, Elastic/Pecubu: Angus Wall<br />
Executive Producer Elastic/Pecubu: Jennifer Sofio<br />
Executive Producer Elastic/Pecubu: Megan Meloth<br />
Producer Elastic/Pecubu: Melinda Nugent<br />
Producer Elastic/Pecubu: Jason Sterman<br />
DOP Spark: Sal Totino<br />
&mdash;Sonic and Impala Segments<br />
Director Sonic and Impala, Smuggler Filip Engstrom<br />
Producer Sonic, Smuggler: Patrick Fischer<br />
Producer Impala, Smuggler: Dave Bernstein<br />
DOP Sonic: Ulrik Bentzen<br />
DOP Impala: Par Ekberg<br />
&mdash;Corvette Segment<br />
Director Corvette, MJZ: Nicolai Fuglsig<br />
President, MJZ: David Zander<br />
Executive Producer, Corvette, MJZ: Emma Wilcockson<br />
Producer, Corvette, MJZ: Suza Horvat<br />
DOP Corvette: Robert Elswit</p>
<p>
Edit<br />
&mdash;Anthem, Volt, Impala and Sonic segments<br />
Editor, General Editorial: Noah Herzog<br />
Executive Producer: Robert Parker<br />
&mdash;Spark segment<br />
Editor, Rock Paper Scissors: Jamie Foord<br />
Executive Producer: Linda Carlson<br />
Executive Producer: Carol Lynn Weaver<br />
&mdash;Corvette segment<br />
Editor, Rock Paper Scissors: Ted Guard<br />
Executive Producer: Linda Carlson<br />
Executive Producer: Carol Lynn Weaver</p>
<p>
FX and Post<br />
&mdash;Anthem, Volt, Sonic, Impala segments<br />
Creative Directors The Mill LA: Robert Sethi and Phil Crowe<br />
&mdash;Corvette Segment<br />
VFX Supervisor The Mill NY: Ben Smith and Angus Kneal:<br />
&mdash;Spark Segment<br />
VFX Supervisor A52: Andy McKenna</p>
<p>
Music and Sound Design<br />
Mixer Lime Studios: Loren Silber<br />
Mixer Eleven Sound: Jeff Payne<br />
Music Editor: Alice Woods<br />
&mdash;Volt Segment<br />
Music: &quot;Heavenly Day&quot; original recording by Patty Griffin<br />
Sound Design Jafbox Sound: Joseph Fraloli<br />
&mdash;Spark Segment:<br />
Music: &quot;Cha Cha Cha&quot; original recording by Jimmy Luxury<br />
&mdash;Sonic Segment:<br />
Music: &quot;All Around the World&quot; original recording by Theopholis London<br />
Sound Design Henryboy: Bill Chesney<br />
&mdash;Impala Segment:<br />
Music: &quot;Fly me to the Moon&quot; original recording by Frank Sinatra<br />
&mdash;Corvette Segment<br />
Music/Composer: Cliff Martinez<br />
Sound Design Sound Deluxe: Lon Bender and Harry</p>
<p>
Voiceover: John Cusack</p>
Advertising & BrandingAutomotiveChevroletCommonwealthGeneral MotorsThe SpotCreativeAgencyTue, 19 Feb 2013 13:12:36 +0000147377 at http://www.adweek.comGM Won't Ditch Commonwealth, Joel Ewanick’s Brainchildhttp://www.adweek.com/news/advertising-branding/gm-wont-ditch-commonwealth-joel-ewanick-s-brainchild-142293
Christopher Heine<p>
General Motors remains committed to Commonwealth following <a href="http://www.adweek.com/news/advertising-branding/gms-joel-ewanick-exits-142280" target="_blank">Joel Ewanick&rsquo;s abrupt departure</a>, <em>Adweek</em> has learned. The four-month-old ad agency was the cost-cutting brainchild of Ewanick, GM&rsquo;s marketing chief since 2010. In early March, he launched the shop to handle nearly the full breadth of Chevrolet&rsquo;s account in an unusual joint venture that brought together creative rivals Goodby, Silverstein &amp; Partners, and McCann Erickson Worldwide. In a seemingly risky move, Ewanick awarded Commonwealth work that was previously handled by 70 ad agencies globally.</p>
<p>
One of the principals in the venture, Jeff Goodby, <a href="http://www.adweek.com/video/advertising-branding/six-cannes-questions-2012-jeff-goodby-141207" target="_blank">has been</a> Ewanick&rsquo;s friend&nbsp;and business associate for two decades. When asked if GM was still committed to Commonwealth, brand spokesperson Greg Martin immediately replied &ldquo;Yes&rdquo; via email.</p>
<p>
Other questions certainly remain the day after General Motors and <a href="https://twitter.com/JoelEwanick" target="_blank">Ewanick</a> parted ways. Martin <a href="http://www.autonews.com/apps/pbcs.dll/article?AID=/20120729/RETAIL03/120729892/1018/gm-dismisses-marketing-boss-ewanick-after-2-years" target="_blank">told</a> <em>Automotive News</em> yesterday that Ewanick &ldquo;failed to meet the expectations the company has of an employee.&rdquo; And although anonymously sourced <a href="http://online.wsj.com/article/SB10000872396390444860104577557071263854622.html" target="_blank">reports</a> indicate that a botched European soccer sponsorship might have caused the split, the Detroit automotive brand hasn&rsquo;t elaborated on Monday about the fallout.</p>
<p>
&ldquo;It can&rsquo;t just be that soccer deal, can it?&rdquo; asked an industry player while speaking with <em>Adweek</em> today.</p>
<p>
Indeed, Ewanick&rsquo;s tenure at GM hasn&rsquo;t lacked controversy, as the exec has repeatedly made bold, cost-saving strokes. Most notably, he raised eyebrows by <a href="http://www.adweek.com/news/advertising-branding/gm-punts-super-bowl-buy-140679" target="_blank">dropping GM out of 2012 Super Bowl ads</a>&nbsp;and <a href="http://www.adweek.com/news/technology/industry-reacts-gm-s-decision-pull-facebook-ads-140584" target="_blank">slashing</a> the $10 million his company planned to spend on Facebook paid promotions this year. The latter move was revealed during the days before Facebook&rsquo;s <a href="http://www.mobilebusinessbriefing.com/articles/facebook-stock-falls-on-mobile-worries-ceo-scotches-phone-rumours/24743/" target="_blank">ill-fated IPO</a>. And even in the creation of Commonwealth, he had the bottom line in mind, as Ewanick forecasted the in-house-styled agency would save GM $2 billion in billings over the next five years</p>
<p>
The firebrand joined General Motors two years ago after a stint as marketing chief for Nissan North America. Prior to that, Ewanick had been vp, marketing of Hyundai Motor America.&nbsp;General Motors said its vp for U.S. sales and service, Alan Batey, will handle Ewanick&rsquo;s global marketing duties in the interim.</p>
Advertising & BrandingAccountsAutomotiveCommonwealthGeneral MotorsGmGoodby, Silverstein & PartnersJoel EwanickMcCann WorldwideMon, 30 Jul 2012 18:29:19 +0000142293 at http://www.adweek.com